While the expression ‘thinking outside the box’ is a bit of a cliché, Traffic proved it can pay off. By identifying a gap in the renovation market it effectively created a new national brand with great potential for overseas expansion.
In 2009 entrepreneur Geoff Matthews and a consortium of mates purchased a struggling fish farm near Twizel and renamed it Mount Cook Alpine Salmon (MCAS). They knew MCAS was ten years behind the game, so just to catch up wasn’t good enough. It had to leapfrog the industry and play by its own rules.